BIC Soleil Escape Sponsors PWHL
BIC shifts the narrative from a traditional beauty-focused campaign to one celebrating female athletes.
BIC Canada, a trusted brand providing high-quality personal care products, asked Strategic Objectives to develop an impactful communications program to promote Soleil Escape, its top-selling female disposable razor, within a very crowded marketplace. Initially planning a beauty-focused campaign, SO shifted gears to capitalize on a new phenomenon gripping the nation – the official launch of the Professional Women’s Hockey League (PWHL). There was a once-in-a-lifetime opportunity to capture the excitement of the inaugural season of the PWHL. BIC became “the official razor” of the three Canadian PWHL teams in Toronto, Montreal and Ottawa – and the program scored big!
The challenge
Boost BIC Brand Personality and Awareness through Sponsorship
The solution
Stay Smooth On and Off the Ice
SO developed a multi-faceted campaign with messaging focused on two main elements: the BIC sponsorship of the PWHL and the product benefits of BIC Soleil Escape. Key tactics included:
- PWHL Athlete Social Media Content – SO researched and identified one player from each of the Canadian PWHL teams who would best resonate with the target audience. After negotiating partnerships with Emma Maltais, Laura Stacey and Emily Clarke (NOTE: provide links), SO worked with them to ensure content was authentic and on-brand.
- We developed innovative activations for TV Timeouts including a contest where participants had to “shave” the shaving cream off a PWHL logo as quickly as possible.
- We created a branded bucket hat as an entrance giveaway which proved popular and was worn by fans during TV interviews and at subsequent games.
- We developed branded messaging for the arena’s LED Screens and Rink Boards.
- In-kind Influencer Gifting – we worked with influencers in Toronto, Montreal and Ottawa, introducing them to the PWHL and BIC Soleil Escape and offering them tickets to a game. They became enthusiastic supporters of the PWHL and BIC and helped spread key messaging.
- News Release and Media Relations – we shared the BIC sponsorship news with sports and trade media in Canada.
Canadians embraced the PWHL and our campaign successfully engaged our target consumer beyond expectations.
Canadians embraced the PWHL and our campaign successfully engaged our target consumer beyond expectations.
The results
- IABC/Toronto OVATION Award Winner – Marketing Communications
- With no other marketing activity taking place during the time of our promotion, sales of the BIC Soleil Escape razor surpassed all set targets and outpaced the market
- BIC Soleil Escape secured its position as the #1 female disposable razor brand in unit sales in Canada
- Engaged with almost 120,000 fans through arena activations
- Achieved 1.7 million+ social media impressions and 78,000+ earned media impressions
- Player online engagement climbed to an impressive 11%
Results
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